Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data - Amsterdam - May 19th 2015 - #DDTT

ONLINE TARGETING Personalising the Nuon website !

The difference between involvement and commitment !is like bacon and eggs. The chicken is involved, the !pig is committed.!”!

“!I’M THE CHICKEN…

OBJECTIVES 1)  increased conversion and renewal!2)  improved customer experience !3)  create relevance!4)  management control!

FIRST STEPS 2013: first venture into !online targeting !

THE ‘ABC’ MODEL Using cookies to distinguish between !clients and non clients!

A Known client!(logged in)!

B C Unknown client!(not logged in)!

Not recognised !as client!

IT DEPENDENT

We needed more information !to be able to identify !and target a wider !range of users!

“WHO IS IT?”

Hashed customer ID!

BUILDING THE USERS DNA

Behaviour!

Data!

CUSTOMER BEHAVIOUR Recognising and recording !online actions !

Pages!Searches!

Visits!Time on site!

Entry points!

Exit points!

Bounces!

Frequency!

Time of day!

Products viewed!

CUSTOMER SEGMENTS Enriching profiles with customer data!

SAP!

Oracle!

Siebel!

CUSTOMER DATA

All ‘District warming’ clients!in the Netherlands.!

Defaulters!Contract prolonged <1 month!No contact permission!

SAP! Oracle!Siebel!

IBM Campaign tool!

Business rules!

Campaign ID!

Customer!segment!

HASHED CLIENT ID

Case 1: District heating!Creating on-site relevance for district heating clients!

Conditions:!

•  Search terms!•  Visited product page!

•  Matches segment!•  Clicked on e-mail link!

Case 2: Which energy suits me?!Creating on-site relevance for prospects!

Conditions:!

•  Non client!•  Completed energy

advice module!•  Received advice!

•  Returns within 30 days!

1)  Expand targeting possibilities!2)  More targeted segments!3)  Connect search campaigns to a !

relevant message for specific visitors!4)  Expand banner impressions on adserver!

ROAD MAP